Emulsional rescue from Analogue Wonderland

In today’s world of scrolling feeds and digital snapshots from phones, it’s easy to forget that photography was once slower, more tactile and more deliberate. Film forces you to stop, think and savour the moment. Every roll is finite, every frame costs a fair bit and every result carries the thrill of anticipation. That’s why so many photographers are rediscovering analogue shooting and why Analogue Wonderland has become the go-to hub for anyone wanting to put soul back into their images.

Founded in 2018 by mother-and-son duo Mary and Paul McKay, Analogue Wonderland set out to make film fun and accessible again. What started as a simple idea – to share their own love of analogue – has grown into a thriving business with the UK’s widest range of film, a state-of-the-art lab and a passionate community at its heart.

Film photography is about more than just nostalgia. It’s about creating images that feel alive. Grain in the sky, the glow of colour emulsions, the rich tonality of black & white – all of these quirks are baked into the chemistry itself. Unlike digital filters which mimic a look, film is the look. Pick up a roll of Kodak Gold 200 and you’re stepping into a tradition of warm, sun-kissed tones stretching back decades. Load Ilford HP5 Plus and you’re joining generations of street shooters who embrace its grit and contrast. Each emulsion carries its own character and part of the joy is finding the one that resonates with you. The website lists hundreds of films from iconic names like Kodak to boutique producers such as Lomography and Cinestill. There are classics like Tri-X, experimental stocks like Revolog and even motion picture emulsions adapted for stills.

It’s not just the images that are different – it’s the experience. Loading a roll into a mechanical camera. Advancing the film with a satisfying click. Choosing exposures carefully, knowing you can’t just fire off hundreds of shots. Then waiting before finally seeing the results. It’s this ritual, this sense of anticipation, that digital photography can never replicate. Shooting film makes so many creative image-makers fall in love with photography all over again.

Analogue Wonderland captures that magic while making the process easier than ever. Their online shop is a treasure trove, stocked with everything from complete kits to develop your own films at home to new and fun cameras. And, of course, film staples like Kodak Portra 400 and experimental rolls laced with wild light leaks. Each listing includes community reviews and sample images, so you know exactly what kind of magic you’re buying.

But it’s their lab that really sets them apart. Relocated to a purpose-built space in 2024, it’s designed not just for speed, but for care. Every roll is checked by a human editor before results are uploaded to the customer’s account, where negatives and digital scans are safe for six months. It’s a far cry from the ‘one-hour photo’ era. This is thoughtful, quality-driven developing that respects the effort you put into every frame.

The joy doesn’t stop there. Analogue Wonderland is also deeply rooted in the community that sustains film. They sponsor photowalks, events and competitions, support initiatives like She Hearts Film, and constantly share inspiration on social media. For many, that sense of belonging is as important as the images themselves. Film isn’t just a solitary pursuit but a way to connect with others who share the same delight in light, chemistry and patience.

Of course, film has practical charms too – its limitations often become its strengths. Having 36 frames makes you slow down and think more carefully. And the final image – a physical negative or slide – exists in the real world as a tangible object that can be held, filed or printed, rather than just on a screen.

This is the ‘revenge of analogue’ that cultural commentators talk about. Just as vinyl records, board games and printed books have enjoyed a resurgence, so too has film photography. Kodak has ramped up production, Ilford has launched new emulsions and younger photographers are taking to TikTok and Instagram to share their love for analogue cameras. Analogue Wonderland is right at this revival’s heart – nurturing it, fuelling it and celebrating it.

As Paul McKay explains: “Digital photography is technically incredible, but film connects you to the moment in a way nothing else can. It slows you down, sharpens your eye and rewards you with images that feel real. That’s why we’re here – to make that experience as joyful and accessible as possible.” 

Top five films you really must try

1. Kodak Gold 200

A sunny classic with warm tones and nostalgic vibes, perfect for everyday snapshots. Affordable, forgiving and a great entry point into film.

2. Ilford HP5 Plus

The workhorse of black & white. Loved for its rich tones, wide latitude and classic grain. Ideal for street, documentary and portraits.

3. Kodak Portra 400

A professional’s favourite. Exceptional skin tones, beautiful colour and flexibility in mixed lighting. Great for shooting
wedding images and portraits.

4. Kentmere 400

Made by Harman Technology, this budget black & white film is perfect for students or bulk shooters who want quality at an affordable price.

5. Cinestill 800T

Tungsten-balanced film that glows with cinematic halation under neon and streetlights. Perfect for night owls and city shooters.

Special offer for 10% off everything at Analogue Wonderland

To celebrate being nominated for best processing lab in the Photography News Awards, readers can get 10% off everything – including lab services – on the Analogue Wonderland website for 30 days after this issue’s publication. Use code PhotoNews10 at checkout. And please cast your vote on the voting page for this truly unique business.

analoguewonderland.co.uk

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